Why We Don’t Use Astroturfing – And Why That Matters For You
If you’ve ever searched online for a clinic, treatment, restaurant, hotel, or even a new vacuum cleaner, you’ve probably relied on reviews.
Most of us do.
Reviews help us understand what other people’s experiences have been like. They help us feel more confident about a decision. They offer reassurance when we’re spending money, investing time, or placing our trust in someone.
But what happens when those reviews aren’t genuine?
This is where a practice called astroturfing comes in.
At The Dr Jenni Clinic, we believe trust is one of the most important parts of healthcare. That’s why we think it’s worth talking openly about what astroturfing is, why some businesses use it, and why we never will.
What Is Astroturfing?
Astroturfing is the practice of creating the appearance of genuine public support when that support doesn’t actually exist.
The term comes from AstroTurf, the artificial grass product. In other words, something designed to look real but isn’t.
In marketing, astroturfing can take many forms:
- Fake reviews
- Reviews written by people pretending to be customers
- Artificial social media engagement
- Fake online discussions that appear spontaneous
The goal is simple: make a business look more popular, trusted, or successful than it really is.
While this can happen in almost any industry, it becomes particularly concerning in healthcare.
Why Trust Matters More In Healthcare
Choosing a clinic is not the same as choosing a takeaway. Patients are often making decisions about:
- Their appearance
- Their confidence
- Their wellbeing
- Their health
- Their finances
Many people arrive at a consultation after months, or even years, of considering treatment.
They may feel nervous. They may have concerns about safety. They may have had disappointing experiences elsewhere. When someone places their trust in a clinician, that trust should be earned honestly.
Artificially manipulating reviews or creating false social proof undermines the very foundation of that relationship.
The Problem With Fake Reviews
Reviews should help prospective patients make informed decisions. When reviews are fabricated or manipulated, they stop being a source of information and become a form of advertising disguised as patient experience. That distinction matters. A patient reading reviews deserves to know:
- What real people thought
- What genuine experiences looked like
- What outcomes patients were happy with
- What concerns patients had
- Whether the clinic responded professionally and transparently
Authentic reviews provide valuable insight.
The Temptation To Manufacture Trust
The reality is that building a strong reputation takes time, believe me I know! There are no shortcuts. You cannot rush genuine patient relationships. You cannot instantly create years of experience. You cannot manufacture a history of excellent care overnight.
For some businesses, that can be frustrating. The temptation exists to accelerate credibility through artificial means. But credibility earned and credibility manufactured are not the same thing.
Genuine Reviews Aren’t Always Perfect: And That’s Okay
One of the signs of authenticity is that real feedback isn’t always flawless. Real patients are individuals. They have different expectations. Different personalities. Different experiences. No ethical clinic can realistically expect every patient to leave a five-star review. And that’s perfectly normal. In fact, a collection of genuine reviews often feels more trustworthy precisely because it reflects real human experiences rather than a carefully manufactured image. We welcome honest feedback because it helps us learn, improve, and continue delivering the best possible patient experience.
Considering Treatment?
At The Dr Jenni Clinic in Northamptonshire, we believe that choosing a treatment should never feel rushed or pressured. We’ll take the time to understand your concerns, answer your questions, and help you explore the options available to you, so you can make a decision that feels right for you.
Sometimes that means recommending a treatment. Sometimes it means deciding that now isn’t the right time, or that another approach would be better. Either way, our priority is helping you feel informed, confident, and supported.
If you’d like to hear directly from the people we’ve helped, you can also take a look at our Google reviews.
Click here to see our Testimonials.
I couldn’t feel more humbled and proud of the kind words our patients have shared about their experiences with me, the clinic and our team.